Prescriptive Corporate Strategy in Practice

M. Gonan Božac, M. Paulišić, A. Čuić Tanković, and M. Ivančić

Abstract—
The main objective of this paper is to examine the relationship between the application of prescriptive approach and decision-making as a rational process on a sample of large hotel companies. The purpose of the study is to determine whether there is consistency in applying the prescriptive approach to strategy. The study was conducted based on a questionnaire created by the authors of the paper, on a sample of large hotel companies operating in Croatia. The measurement instrument was validated by factor analysis and the results of the study point to a significant correlation between the variable about the characteristics and main results of prescriptive strategy and the variable claiming that decision-making is a rational process.

Marli Gonan Božac and Morena Paulišić are with the Juraj Dobrila University of Pula, Faculty of Economics and Tourism “Dr. Mijo Mirkovic”, Croatia (e-mail: mbozac@unipu.hr, mpauli@unipu.hr).
Ana Čuić Tanković is with the Faculty of Tourism and Hospitality Management, University of Rijeka, Croatia (e-mail: anact@fthm.hr).
Magda Ivančić is with the Croatia Narodne novine d.d., Croatia (e-mail: magda.ivancic@nn.hr).